By: Artur Lopes; Mariana Cotrim; Rute Martins; Tomás Ferreira. Finalists of the Degree in Public Relations and Corporate Communication at the School of Social Communication - in the subject of "Communication Business-to-Business“.

As it is now increasingly difficult for a Business-to-Business (B2B) company to differentiate itself from its competitors, the branding and the construction and management of the Brand emerged in order to highlight and make known the intangible attributes of a brand - such as its culture, values, characteristics of its products and services, positioning, history, among others -, and guide the way forward, thus impacting its entire structure.

Given that the Brand is created and managed by organizations with the aim of arousing 'awareness' and increase customer loyalty, it allows you to manage the relationship with the different customers. stakeholdersIt focuses on three main segments - customers, employees and the community - and emphasizes the role of people and the organization by highlighting the characteristics that distinguish it from its competitors.

In this sense, and recognizing the importance of working to establish a professional impression and the immediate identification of customers with organizations, implementing branding in our communication strategies allows us to achieve success in different ways:

• Mirror the changing expectations of their customers and the evolution of society and the new challenges and opportunities that this inherently brings with it and which forces them to constantly innovate, reflecting their ability and agility to adapt to new demands and preserving their commitment to helping their employees. stakeholders to achieve success. This is because, at its core, it is the perceptions of the stakeholders who direct the construction and management of the Brands
• Contributes to building trust, reputation and the recognition that B2B companies are trusted and credible agents with their key stakeholders stakeholders.
• The stronger your brand and the more consistently it is communicated, the more likely it is that they will be able to attract prospects, partners and referralsAs a consolidated brand boosts customer loyalty to the company, the company's loyalty to the brand is also enhanced. word-of-mouth that is created make them the main ambassadors for it.
• It aids in the purchasing decision process, being highly correlated with customers' preference for one brand over another.

Thus, Branding is then assumed as an indispensable and priority communication strategy and one of the most important corporate assets, due to its various reputational benefits and that will certainly allow your organization to make a difference and achieve success.